TV debut for Jim Beam

Jim Beam will feature in its first ever national TV campaign tomorrow as part of a £9 million investment by distributor Maxxium UK.

Jim Beam will feature in its first ever national TV campaign tomorrow as part of a £9 million investment by distributor Maxxium UK.

The campaign will run for four weeks across channels including Channel 4, Sky 1 and Sky Sports and is targeted at 21-35 year olds. It is focused on cherry infused Red Stag by Jim Beam and also features Jim Beam Honey and Jim Beam White.

The 10 second ad will show a chase scene featuring a computer generated red stag leaping across an urban skyline followed by black cherries.

The campaign forms part of a £9 million investment by Maxxium in the brand, and follows a strong 2012 for the bourbon, which grew by 33% in the on trade and 65% in the off trade compared to category growth for American whiskey of 3% and 2% respectively according to Nielsen and CGA.

"In 2012 we raised awareness of our flavour innovations through exciting engagement campaigns focused on recruiting a new, younger generation of consumer into the bourbon category. This year we are investing to build the loyalty of both new and existing drinkers and encourage trial across our entire Jim Beam portfolio, delivering incremental sales opportunities for our customers," said Maxxium UK marketing controller for imported whiskey, Eileen Livingston.